Geoffrey details the best features of Linkby, a market-first cost-per-click (CPC) content model, that allows direct-to-consumer (DTC) brands to secure dedicated coverage across the world’s biggest publishers on demand.
Tell us a little more about Linkby.
Geoffrey: Linkby is a first-to-market ad tech solution that allows DTC brands, big and small, to secure content coverage across the world’s largest publishers on a CPC model, all in one platform. We allow brands to control the timings, type of coverage, publishers and budgets, which can be capped.
We make publishing content simple. Advertisers can simply put together a brief and select publishers they want to work with. Each publisher will then create unique content in their tone of voice, specifically curated for their audience. This enables brands to promote awareness pieces, seasonal sales, celebrity collaborations, publisher reviews and much more.
Globally, we have over 250 publishers on our platform. This includes big names such as Buzzfeed, Condé Nast, Daily Mail, Hello!, Marie Claire, Meredith Media, News Corp, Refinery29, The Independent, VICE and more. We’re especially proud of what our team has achieved with publishing partners in Australia. Broadsheet, Urban List, 7NEWS, Nine News, Pedestrian Group, and more have enjoyed discovering new brands while earning revenue from dedicated content which was not monetised prior. Find out more about our global publishers broken down by demographic, interest and market here.
What sets you apart from publishers in your category?
Geoffrey: We are a one-stop shop for hundreds of publishers across the world’s biggest markets. Our performance-based CPC model coupled with curated content sets us apart. Advertisers can reach hyper-targeted audiences—just like they do on Google or Meta—further driving brand awareness and trust to an extremely engaged set of consumers.
Additionally, we’re fully integrated with Rakuten Advertising across Australia, Indonesia, Malaysia, Singapore and more. This means brands can easily implement Rakuten tracking links to any Linkby partnership and view Linkby’s performance in real-time through Rakuten’s dashboard. Measuring content has never been a simple task. By combining performance with content, we’re able to prove that content plays an important role in a brand’s ROI and revenue.
How do you help advertisers add value and drive incrementality?
Geoffrey: While conversion and sales remain the number one priority for most brands, Linkby adds value for advertisers by encouraging publishers to create content in their own tone of voice. This allows brands to integrate themselves natively and seamlessly into relevant and timely content, ultimately driving conversion. We provide the tools to help you rapidly scale your content strategy and execute with minimal effort.
For example, we partnered Lego with Broadsheet to showcase the brand’s new Botanical collection. Lego’s goal was to increase awareness for their colourful new products and further drive traffic towards the website. The piece with Broadsheet helped Lego generate 1,700 clicks. The brand has since integrated Linkby into its content strategy, appearing in Yahoo Lifestyle to promote their Lego Magazine subscription driving another 1,600 clicks directly to their magazine subscription page.
What excites you about the affiliate marketing industry and where it’s headed? What new innovations will we see from you this year?
Geoffrey: It’s exciting to see different affiliate strategies being developed and how the industry is continuously evolving. With the recent privacy challenges stemming from Google and Meta, brands are now more open to try and learn about new affiliate solutions, including our CPC model. This gives the spotlight back to premium publishers, what we like to call the “OG” of influencers. A brand is able to leverage the trust and authority publishers have spent years building up and truly put their brand on a path to fame and conversions.
We’ve been working collaboratively with Rakuten’s global teams across many clients to test and learn from different types of content strategies across our vast network. We’re excited to bring content and performance closer together and be the platform that drives awareness as well as conversion.
Why did you choose to partner with Rakuten Advertising?
Geoffrey: We love the Rakuten Advertising team! The client services team is extremely attentive to their advertiser partners and have been fantastic to work with. We also appreciate the team’s shared enthusiasm and expertise in advising brands on the best solutions and partnerships to help them grow.
In addition, Rakuten Advertising’s all-inclusive Insights and Analytics Portal allows brands to holistically view the results of both CPA activity and Linkby’s CPC content all in one place. For us, searching for an advertiser in various categories has never been easier with Rakuten Advertising’s dashboard.